Increasing numbers of retailers are replacing traditional meat with vegetarian or vegetable alternatives in order to fulfil the consumer's demand, a new study by A.T. Kearney has found.
The study, How Will Cultured Meat And Meat Alternatives Disrupt The Agricultural and Food Industry?, said that traditional meats are likely to be increasingly displaced by new meat alternatives and cultivated meats in the years to come.
"We are facing nothing less than the end of meat production as we know it. By 2040, only 40% of meat products consumed will come from animals", said Carsten Gerhardt, a partner and agricultural expert at A.T. Kearney.
Read More: Why there's more to the plant-based meat revolution than vegan sausage rolls
Advantages
Meat alternatives can contribute to climate protection and resource conservation, A.T. Kearney added.
Moreover, production of meat alternatives uses much less energy than traditional farming methods. Land usage is reduced, and the use of antibiotics and similar substances is eliminated.
Gerhardt added that new economic opportunities are likely to arise from this radical change in the food industry, with the introduction of new business models and supply chains.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Jana Zimmermann. Click subscribe to sign up to ESM: The European Supermarket Magazine.
